Incorporating Cultural Values for Understanding the Influence ofPerceived Product Creativity on Intention to Buy: An Examination in Italy and the U.S.
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Abstract
Extending our understanding of perceived product creativity, this study contributes to the literature by
empirically investigating the influence of cultural values on the relationship between the creativity
dimensions of novelty and meaningfulness and intention to buy. Schwartz’s values framework is
employed to theorize cultural differences. The results, based upon 206 Italian and 201 U.S. consumers
surveyed via a mall-intercept approach, indicate that novelty is a more important dimension of product
creativity in the U.S. (i.e., a low-resultant conservative/high-resultant self-enhancement culture) than in
Italy (i.e., a high-resultant conservatism/low-resultant self-enhancement culture) in influencing intention
to buy and that meaningfulness is a more important dimension of creativity in Italy than in the U.S. in
influencing intention to buy. These results provide important standardization/adaptation implications for
international marketing academics and practitioner